European Organic: Enjoy, Savour and Share.

"European Organic - Enjoy, Savour and Share" is a 3-year promotional and informational campaign aimed at fostering trust and recognition of the EU organic quality scheme and increasing awareness of the benefits of EU-certified organic products in two markets: France and the Netherlands. Following years of continuous growth, these markets experienced a slowdown in 2022, with a decline in the volume of organic food sales. During economic downturns, the cost of organic food can seem daunting for many budget-conscious consumers. However, these challenges could be more easily surmounted if consumers had unwavering confidence in the integrity of certified organic foods, recognized their high quality, and understood the principles behind EU organic farming. The primary goal of this campaign is to reignite growth in the organic food sector in these two countries by enhancing consumer awareness of the EU organic quality scheme and its principles, and most importantly, by establishing strong consumer trust in EU organic certifications. The strategy includes an array of targeted actions such as public relations events, digital and social media communications, digital advertising, customized communication tools, trade fairs, and B2B meetings. With a budget of €3.0 million, the campaign targets consumers from Generation Z, Millennials, and Generation X in both markets, as well as organic producers and retailers. The action plan is based on the implementation of a multi-target strategy built on the following tools: PR events, (WP2), digital & social communication (WP3), digital advertising (WP4), tailored communication tools (WP5), trade fairs and a B2B meetings (WP6). The effectiveness of the campaign will be continuously evaluated to measure its impact and to refine and integrate its objectives more deeply. The campaign is spearheaded by the Polish Chamber of Organic Food, and all promoted products are certified organic, bearing the Euroleaf label.